Suavitel Love Tag
Colgate-Palmolive LATAM
Issue 43 | June 2017
Agency
VML Kansas
Creative Team
Global Chief Creative Officer: Debbi Vandeven North American Chief Creative Officer: Mike Wente Executive Creative Director: Maurizio Villareal Group Creative Director: Antonio Lopez Creative Director: Raquel Jacome Design Director: Carlos Ordonez Executive Creative Director: Linda Bumgarner Copywriter: Viviana Martinez Art Director: Maicol Vera Graphic Designer: Diana Garcia Art Director: Mayela Rohena Mercedes Senior Copywriter: Kevin Lo
Production Team
Production Company: Capital Films
Other Credits
VML Chief Experience Officer: Juan Santos Managing Director: Catalina Hernandez Group Director, Client Engagement: Joan M Villas Contributing Company: Red Fuse Communications Colgate-Palmolive VP Global Marketing: Maria Elisa Carvajal Digital Category Manager: Rosy Ojeda
Date
August 2016
Background
Suavitel, a premium fabric softener in Latin America, was facing increased pressure and competition from local brands. Suavitel’s objective was to get people to try Suavitel, something the company believed would, in turn, lead to brand preference and loyalty. Experience showed that once people tried Suavitel, they often became fans for life. So efforts were quickly focussed on driving trial among young mothers. The budget for the project was $200,000. The Love Tag was introduced on a small scale at a retail event in Bogota, Colombia. The event included product demos and sampling, and served to prove the effectiveness of this new sampling method for large-scale distribution throughout the rest of Latin America.
Idea
Knowing that moms — especially those in Latin America — always wash their children’s clothing before the initial time it’s worn, the idea was a simple way for them to try the Suavitel brand: the Love Tag. Sewn directly into select brands of factory-new children's clothing, the Suavitel-infused Love Tag is made of water-soluble paper and thread, so it quickly dissolves in the wash cycle. As it dissolves, it releases the Suavitel fabric softener and fresh scent directly onto the new garments. So, with no extra effort, moms could swaddle their children with the Suavitel-infused clothing and experience just how gentle Suavitel is.
The design challenge involved how to present the product sample in an innovative way. By sewing it directly into children’s clothing, a sampling method was created that required no extra effort for new moms. When the clothes are washed, Suavitel is automatically released, and zero waste is left behind. Each Love Tag is made up of 100 percent water-soluble paper and thread, plus concentrated Suavitel softener. This required sourcing the materials through various suppliers plus numerous trial-and-error tests to ensure that no paper, thread or ink remained in the washer. The Love Tag was created in the shape of the small heart from Suavitel’s logo to further reinforce the brand. Since the initial launch in Bogota, Columbia, they have been working to distribute the Love Tag on a larger scale throughout Latin America.
Results
Because this is a sampling method, there are no sales figures to reveal. The Love Tag succeeds in the brief’s ask of driving trial for new customers without extra effort. Initial reaction among new mothers at the launch event and beyond has been extremely positive, with many expressing an intent to purchase Suavitel. As more partnerships are formed with children’s clothing brands, the reach of the Love Tag will grow throughout Latin America.